What do you do when your Pro Bowl quarterback won't face the press because of a hatchet-job columnist? What do you tell a reporter who wants more time or a head coach who thinks you're giving out too many interviews with his players?

Welcome to the world of Jim Saccomano, VP of corporate communications and a 33-year PR veteran of the Denver Broncos. Saccomano talked with Colorado SportsConnection about his start in PR. making the move from the minor league baseball Denver Bears to the bright lights of the National Football League, and provided adecdotes about his experiences dealing with reporters, changes in the media, players and fans.

"The PR person is kind of a middle man," he said. "Sometimes you can do your job and everybody's unhappy with you. Like, the top player does a 10-minute inteview, but he's mad because it was 10 minutes long, the coach is mad because it happened at all, and the writer is mad because he only got 10 minutes. And they all expresss it to the PR guy."

"Sometimes you can't say what you really think," he added. "Sometimes there's a stupid question."